The Pressure of A Name

I had written the business plan, done the research and was far along in the product development process but still without a name for my company. I had lists and lists of ideas some of which were frankly silly, too long, too hard to spell, some were taken. To quote one of my favorites moves – Pretty Woman – “ugh -the pressure of a name!”

 

My grandmother, Frances Bloom Kaye Tarter, gave me several things in life that make up who I am including my love of food, she took me around the world from the time I was 6 months old and she passed along the genetic trait of a rather large chest. Bloom was on my original list but when I had checked, the domain wasn’t available so after trying different variations, I moved on. One very late night while frustrated, on a whim, I typed it in and miraculously wwww.bloombras.com had just become available. I quickly typed in my credit card looking and Bloom Bras was born. This was one of many crazy occurrences in my journey. I was on the phone with my parents telling them about what had happened. My aunt who was visiting piped in to inform me that my great grandmother Bloom had sold corsets back in the day. Serendipity!

 

Frances, unfortunately, lost her battle with breast cancer years ago. This propelled me to get involved with Imerman Angels and the amazing community of cancer survivors. 1 in 8 women now are affected by breast cancer. The first half marathon I ever ran was the Livestrong race in Austin. I had not trained for this race…at all. A woman got up at our pre-dinner and informed us that she was a 3 time breast cancer survivor who was a few weeks out of her last treatment. The moral of her inspiring speech as that come hell or high water, she would be crossing the finish line at 13.1 miles the next morning. Several thoughts came rushing in. First was that I had no excuse not to run/walk the next day prepared of not. The second was that the power of the mind is beyond that of the physical body at times. This woman did finish the race arm in arm with dozens of other survivors. Third, was that I wanted this passion and perseverance as a thread through my company.

 

It is still very new but to see women wearing Bloom Bras with our logo and our name, I still tear up. So much goes into creating a brand but the name, above all else, sets the stage. And I could not be more proud of the Bloom name.

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